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Persuasive brand management

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References

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Cited by

2019Corporate brand identity co-creation in business-to-business contexts

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151 cited

2016Stakeholder relationships, brand equity, firm performance: A resource-based perspective146 cited

2020Towards a theory of conscientious corporate brand co-creation: the next key challenge in brand management135 cited

2020The effect of brand identity-cognitive style fit and social influence on consumer-based brand equity87 cited

2019Blurring B2C and B2B boundaries: corporate brand value co-creation in B2B2C markets83 cited

2016Exploring Relationship among Brand Experience Dimensions, Brand Evaluation and Brand Loyalty70 cited

2016The brand core and its management over time67 cited

2020No matter what you do, I still love you: an examination of consumer reaction to brand transgressions58 cited

2016Brand meaning cocreation: toward a conceptualization and research implications48 cited

2021Models for brand relationships44 cited

2022From brand control to brand co-creation: An integrated framework of brand paradigms and emerging brand perspectives44 cited

2020Co-creating consistent brand identity with employees in the hotel industry42 cited

2016Cybernetics of Value Cocreation for Product Development41 cited

2018Co-creating polyphony or cacophony? A case study of a public organization’s brand co-creation process and the challenge of orchestrating multiple internal voices39 cited

2018Brand management: Unveiling the delusion of control38 cited

2017Determinants of brand resurrection movements38 cited